A typology of Australian beef producers and the sustainability challenge

Abstract

Increasing public, consumer and researcher interest in agricultural sustainability is being paralleled by industry and supply chain activities aimed at addressing environmental, social and financial aspects of contemporary farming systems. Activities and practices at the farm level are important for the sustainability credentials of beef supply chains. Therefore, understanding and working with the perceptions, attitudes and motivations of those managing grazing lands and rangelands are critical to sustainability efforts. This study draws on a survey of 367 Australian beef producers to determine typologies of worldviews and attitudes that influence how industry engages both externally and internally with sustainability. The analysis identified four groups of beef producers on the basis of their perceptions of their industry's sustainability, public support, and attitudes towards industry emissions. Two groups (referred to as Vulnerable majority and OK with the status quo) were very positive in their views of industry sustainability and were less concerned about their industry's greenhouse gas emissions and associated challenges. The other two groups (labelled Moderate quarter and Open minority), although still reasonably positive in their view of industry sustainability, were more likely to acknowledge industry greenhouse gas emissions and climate-related challenges. Producer attitudes to public perceptions, and the degree to which they feel public support for their industry, had a significant influence in separating out the groups identified in this study. The findings have implications for engaging producers and the success of programs and policies designed to influence acceptance, and adoption, of sustainability-related technologies and practices. The findings also highlighted significant potential tensions and misunderstandings on how producers perceive public expectations and attitudes towards their industry. It is important that these different attitudes are accounted for in sustainability communication, especially that which is aimed at engaging producers.